Sony Electronics
Sony's strategy into HDTV included professional broadcast equipment and the entire production process from conception through delivery. The challenge was to tell a united and compelling and unified story across all their product lines.
Event agency SMG created a story where a young prodigy pianist was demonstrating his talents live in a mockup talkshow. HDTV cameras recorded the event, was fed through Sony's broadcasts systems and edited on proprietary HDTV consoles. It was fed back out in HDTV format to viewing audiences with HDTV sets. It was a top to bottom representation of the new technology at that time and was witnessed live in a 20,000 square foot booth at COMDEX.
Thematic Design: Sony's Exhibit at NAB
At SMG, I designed the thematic representation of the Sony Global Network to communicate the direction of the brand. A revolving globe, digital ones and zeros and a mix of layering, metalic surfaces and type treatments were used to brand this event. I used Helvetica Neue Extended, and Extended Black for a clean, stylized look.
Interactive presentations using macromedia director, and higher-end production suites were used throughout the exhibit.
Results
Sony liked the concept and exhibit so much, they leveraged the campaign worldwide for the next year.
Thematic Design & Interactive Media Presentations
Onsite Event Demonstration
